A Study in Relational Bonds and Brand Image Impact on Quality of Relationship, Perceived Value and Customer’s Loyalty：An example of Home Appliance

• Main Authors: Shu-Min Tsai, 蔡淑敏
• Other Authors: Dr. Yie-Fang Kao, Dr. Shang-Chia Liu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/2unc39

碩士 === 輔仁大學 === 企業管理學系管理學碩士在職專班 === 102 === A broad range of home appliances department refers to household appliances, that the family can help improve living standards, increase the pleasures of life can be regarded as home appliances. Taiwan home appliance products to maintain existing customer loyalty has been quite easy, plus in addition to maintaining the old consumers, but also have to open up new customers, but with the growing business territory expansion, increase customer contact surfaces, product range, and global management of goods, leading to the customer needs, and therefore became the focus of relationship marketing appliance industry and efforts must be concerned about. Scope and object of this study was to investigate to appliance industry as the main research industry and consumer research object, using a random sampling method, clustering survey Tsann, Tatung 3C and physical stores nationwide electronic questionnaires. This study intends to analyze the relationship between links, brand image, customer loyalty relationship quality and perceived value of the study, in addition to collecting relevant documents to be summarized and compiled, and adopt quantitative research, data analysis methods included descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis and hierarchical multiple regression analysis for statistical analysis. This study is to investigate the relationship marketing to explore the relationship between the link on relationship quality and brand image, the impact of perceived value and customer loyalty. The focuses on the scope and object to appliance industry as the main research industry, and consumers for the study, using stratified survey Tsann clustering, Tatung 3C physical stores and hypermarkets Elifemall consumer electronic questionnaires, questionnaires issued 1,590 copies, with a total of 1,506 copies of questionnaires, net of 66 valid questionnaires, 1,440 valid questionnaires were returned to 95.6% using SPSS 19.0 statistical software as a data analysis tool. Quantitative research, data analysis methods included descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis and hierarchical multiple regression analysis for statistical analysis. The study found a link between financial concessions to maintain between the appliance industry and consumers, the accumulated reward points can get consumer recognition of the degree of satisfaction with their corporate, trust and commitment. Sociability links to various activities and consumer appliance industry organized by the home appliance industry, marketing methods, to obtain the identity of the home appliance industry, thereby establishing good satisfaction and trust and commitment. Structural link for the appliance industry and consumers through companies provide expensive or more difficult to obtain equipment, given the interests of the major customers to create value and added value, therefore, to provide more complete service element ways to reduce the loss of customers to competitors at opportunities. No brand of functional relationship satisfaction and commitment to quality in affected not support the hypothesis of this study, possibly because the functionality is towards simplification, easy to operate, the necessity of home appliances have become commodities, and therefore will not the level of functionality to generate a positive impact on relationship quality satisfaction and commitment.